Keeping it real is the key to talent attraction for Konecranes

Key Points:

• Young professionals should see themselves mirrored in your communication
• Involve stakeholders early to decide how you want to be perceived
• Be clear about your strategy and goals and where young professionals fit in

Building a brand based on employees' own stories has raised Konecranes to the top 10 of Finland's most attractive employers in the Young Professional Attraction Index.

“Building an employer image is only successful when current staff or alumni recognize the veracity of the communicated image, i.e. do not paint cloud castles. A good employer image evokes emotions - like all brands, ”says Satu Virtanen , Talent Acquisition Specialist at Konecranes Finland.

Konecranes is the world's leading manufacturer of lifting equipment, employing more than 18,000 people, whose customers include the engineering and process industries, shipyards, ports and terminals. Konecranes' lifting equipment touches the borders of the sky in more than 50 countries around the world and the company's turnover is more than 3.3 billion euros.

Their success is no coincidence: joining Finland as one of Finland's most attractive employers has required a great deal of strategic thinking and perseverance. One thing is and will remain in Konecranes' employer imagery, namely adherence to authenticity.

“While we often think of the employer image specifically as an external image, influencing it is not just about polishing the outer shell. Developing an employer image and creating a strategy is a journey to the heart of the company, ”Satu opens.

“What are the themes and goals of our business strategy? What kind of expertise do we have and what kind of expertise do we need to implement our business strategy now and in the future? Who are they? What are they interested in and what kind of things do they value? What can we offer that other organizations competing for the same skills don’t offer? ”

“Clear strategic lines and indicators have at least supported the development of employer image work. In employer image work, it easily happens that without clear guidelines, you end up doing a little bit of this and that, a little bit there and sometimes a little bit here, and therefore the desired outcome may not come. Our approach has been well targeted and we have started to see good results - we will continue on the chosen path. ”

Compared to other Finnish listed companies, Konecranes is still relatively young. Today, Kone, known as an elevator company, was founded in 1910, and its business included, among other things, e.g. industrial and harbor cranes. 1994 Kone changed its strategy, with the Kone Cranes crane unit becoming an independent limited company: KCI Konecranes International Oy.

All of this is taken into account when telling the story of a company to young professionals.

“It is important to build an employer image based on the company’s business strategy and identify its own strengths and areas for development. Activating and engaging different stakeholders in development work is key - we should not try to build an employer image behind closed doors by HR, ”says Satu.

Current employees highlighted

“We bring out our employees and corporate culture in pictures, videos and career stories, which we then utilize on different platforms, such as career pages, social media, job postings and so on,” Satu introduces.

"With a good employer image and strategy, as well as high-quality employee experience, we can help hire the skills that will enable us to succeed in our business and continue to grow."